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DRTV : Fixing the Picture

Get a handle on TV-generated Web leads

October 2009 By Len Zappolo
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A DRTV commercial generally displays a phone number at the bottom of the screen throughout the duration of the spot. Including a unique Web address along with the phone number allows consumers to choose the option that best suits their needs. Furthermore, the more memorable the Web address, the more likely consumers will use it and the higher the lead volume will be.

Using one unique address across a DRTV campaign at least will provide the basics in attributing lead volume and capturing a prospect's information. However, to take this a step further, marketers should consider using multiple unique addresses across stations and creative executions, allowing each URL to source the lead back to its point of origin. In doing this, one creates a more cost-effective DRTV campaign—because it is possible to manage the campaign's effectiveness from not only the phone leads it generates, but leads generated by the Web as well.

For example, the graph on page 75 illustrates the effects of attributable lead volume to a DRTV campaign for a new product test from a well-known insurer. As the graph shows, there was a dramatic improvement in DRTV results once some of the Web lead volume was tracked back to the DRTV campaign. What's important here is that the marketer got a more accurate read on the performance of its DRTV spot, allowing it to make an informed decision about this channel's role in its media mix for this product.

Work Those Landing Pages
To further enhance a program, custom landing pages serve as vital tools for any high-visibility DRTV campaign. Landing pages allow the development of specific time-based, product-focused marketing in a flexible, dynamic manner outside of the parent Web site, which can be confusing if it offers more products and services than the DRTV campaign advertises. When consumers use the unique Web address, they expect the advertiser to deliver on the promise of more information or to begin the order process in a clear and consistent manner.

Consider this: According to MarketingSherpa's "Landing Page Handbook," improving landing pages can increase conversions by 40 percent or more. And marketing automation software company Marketo finds optimized landing pages can lift conversion rates by as much as 200 percent.

If these Web pages are designed, programmed and implemented effectively, the campaign stands to have a higher conversion rate and could yield a greater return on investment. In addition, landing pages should be synergistic with the creative used in the DRTV campaign so the end user has a seamless experience.

So before your next DRTV campaign, remember: Attributing Web site lead volume to a DRTV campaign will make a tremendous difference in the life of a DRTV campaign, product or service, and ultimately, a business.

Len Zappolo is executive director, media services at DMW Worldwide, a full-service direct response advertising agency with offices in Wayne, Pa., and Plymouth, Mass. The ECHO Award-winning agency provides strategic planning, creative, database management, broadcast, media, production, fulfillment and Internet marketing. Zappolo is responsible for overseeing all media including television, radio, out-of-home, alternative media and interactive. He can be reached at (610) 407-0407 or via e-mail at lzappolo@dmwdirect.com.


 

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